An eye-tracking-based investigation on the principle of closure in logo design

Abstract

This study employs subjective evaluation and eye movement experiments to explore the application and conveyance of logo graphics design, which conforms to the Gestalt principle of closure, to understand the psychological process of this principle in the perception of a logo. The study found that there is no significant difference between completely enclosed logos and unenclosed ones that conform to the principle of closure in their influence on sightline behavior due to the effects of closure, but the subjective evaluation favors unenclosed logos as more attractive and comfortable to perceive, which agrees with modern logo design trends. In addition, the sightline distribution of the image-type logos is more scattered and has the most extended fixation duration. In contrast, the sightline distribution of text-type logos is more concentrated. Designers who understand the principle of closure can intentionally incorporate imperfection into logo design, triggering the automatic mental filling of gaps and instilling new meaning and visual effect into a design.

Keywords

• principle of closure
• gestalt psychology
• eye tracking
• logo design
• visual communication